Study On The Interactive Communication Mode In The New Media Environment

Communication scholars have study the mode of communication for along time, in the 1950s, Lass well proposed the propagation of“5W”mode.And the research of interactive communication can be traced back to the1960s, Defleur first proposed the“feedback”concept in the communicationprocess, which is marked the beginning of interactive communication. Half acentury have passed, communication scholars have continued to conduct theresearch with an interactive communication mode.Access to the network media age, elements of communication activitieshave taken place in a variety of changes, the relationship between elements ofthe action has also undergone a revolutionary change. The mass audience inthe age of mass communication have to walk into the new media environment,they gradually shift from a passive“audience”to become an active participantin the dissemination activities. And they gradually move from the edge of therole of the mechanism into the core of the mechanism. They can controllarge quantity of media resources, including content production, the right toedit, and they are also initiative to serve as a communication channel. In short,the new media environment can give the participants a relatively free space,allow them to make the specific information with the type of“DIY”, which ishave received the appreciation from the mass people.This paper uses the communication theory as a research tool. Andanalyze theory with practice. It demonstrated, researched the interactivemodes of communication Under the new media environment. It starts from theconcept of interactive communication, study the flow of information, changes,and used as criteria for selecting“viral interactive communication”and“converged interactive communication”in the interactive mode for two studiedsamples. This article make the activities of individuals involved in interactivecommunication as the starting point, it is demonstrated both the individual participants in interactive communication activities, the role, function andbehavior of interactive. On the basis of study of the interactive communicationin individuals this analysis from a macro perspective, demonstrated thedissemination of information chain model of interaction.For the selection of research methods, this paper choose the“theory andpractice approach”, and combined with the available literature, Study the twotypical modes of interactive transmission with the form of icon ,and it pointedout the dissemination of practice in the application platform to prove the theoryon the thesis.In addition, the article concludes with cases study and suggeststhe complementary of the two interactive ways of communication, in the endthe paper deduces the developing trend.